“Corporate philanthropy will always be needed. But Corporates who want to build brand loyalty should look at strategic relationships with NGO's as the means to an end. And they need to tie up with Not-for-profits like causeandaffect.org which did such a brilliant job of raising funds for the Orissa Cyclone by creating a simple and effective bridge between corporate exposure and the larger community (rather than just accepting corporate donations, they asked Corporate sponsors to pay 50 paisa every time someone went to this website and clicked on a button to 'save a life'. The button took the ‘life saver' to a page with the corporate logos – and created participation, exposure, and real money to meet a desperate need).

I also believe it is legitimate for a Corporate to give funds and ask that it be spent in geographical areas which it is interested in. This way, it allows them to continue their commitments to communities even when the market bottoms out on a commodity!”